Case Study

Funnyordie X HBO

Background

FunnyorDie (FoD), in conjunction with HBO Home Entertainment’s comedy division, hired Engage Youth, our USA partner to promote their partnership, create awareness of original programming and drive consumer engagement with young adults.

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What we did

Engage Youth, our partner in the USA, wanted to inspire the originality and humour of creators and fans and encourage them to actively participate in the campaign. We created a 90-day campaign centred around a UGC competition with the theme “Let’s Go Viral”, that called for entrants to submit a funny video. The winner had the amazing prize of producing a short video with FoD’s creative team, including Will Ferrell, Judd Apatow, Adam McKay and Chris Henchy. 

To drive engagement we created scavenger hunts in San Fran, LA, Chicago, Austin and NYC, where thousands of participants per city used social media prompts to search for an ambassador with a mystery box! 

We also executed a social media campaign where YouTube and Instagram content creators were enlisted and incentivised with exclusive FoD packages to kick-start the word of mouth spread. 

On top of all this, we deployed strategically-targeted poster advertising around the cities, guerrilla video advertising projected onto urban buildings and organised street teams to. captivate fans. Some highlights include guerrilla drive-in movie showings on national campuses and high profile events, such as Lollapalooza and the LA Shorts Fest.

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Results

Our “Let’s Go Viral” campaign generated over 21 million earned media news, via social media and public relations channels. It engaged 30 comedy influencers. It reached 23,000 through experiential activations and motivated 3,000 “ow-my-side-hurts” video submissions from fans.  

Director of Marketing at FoD said “…Gregg Witt and his team took the time to understand our goals and know how to read between the lines when it comes to reaching youthful audiences and maintaining brand authenticity. I highly recommend them”

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